Data Marketing and Analytics

The Data Marketing and Analytics track of the Marketing Management Master’s course is aimed at helping students generating more value for the client and making them become drivers of growth on an international scale.

The course allows students to acquire the techniques and tools necessary to plan and manage a company sales and marketing division using both disciplines in an integrated approach, one that distinguishes this course from the rest of the offer in the Italian landscape of advanced training.

The advantage of a systemic view is the ability of analyzing, building and communicating to the market the value of one’s product, by way of an efficient positioning strategy and the identification of the most suitable distribution network.

Attending the Data Marketing and Analytics track means accessing the beating heart of companies, developing a focus on how to make things happen. The career prospects in the sales area are confirmed as being on the rise and very dynamic, as determination and ambition make the difference for those wishing to start a career both as a consultant or for a company.

The Master’s features 12 months of study, divided into two cycles of classroom lessons and a final internship with one of the companies partners of Bologna Business School. With their collaboration a program was developed, alternating the fundamental elements of marketing and management with the individual and team business-oriented case studies analysis.

To transform value into economic targets for companies, get in touch with the course program manager and book an interview for further information.

 

THE MASTER IS AN INVESTMENT.
THE HONOR LOAN IS THE WAY TO FUND IT.

 

Program Advisory Committee:

  • Melania Guidoboni – Business Analyst, Clarins Group
  • Stefano Leonardi – Managing Director  Bahlsen Italia
  • Gianluca Pavanello – Chief Executive Officer, Macron
  • Patrizio Pecunia – Senior Business Partner, Amazon Italia
  • Andrea Scozzoli – Chief Corporate Development Director, Unieuro
  • Nicola Selleri – Direttore Regionale, Lidl Italia
  • Stefano Sermenghi – COO & CoFounder, Unexpected Italian SRL
  • Salome Mosidze – Head of Marketing, Teliani Valley

Gabriele Pizzi

Gabriele Pizzi

Director of Studies
gabriele.pizzi@unibo.it

" Defining the company's marketing objectives and the tools through which these objectives can be achieved is the basis of commercial success within the current competitive scenario. Identifying customers, understanding their needs, analyzing data, developing products and services that can satisfy them are essential skills for a successful company. However, these capabilities must also be supported by a data analysis strategy and a knowledge of the main technological tools. The Master in Marketing Management with a focus on Data Marketing and Analytics allows you to develop sensitivity to market orientation and support it through practical data analysis tools. "

CLASS PROFILE 2020/2021

ACADEMIC BACKGROUND

PROFESSIONAL BACKGROUND

GEOGRAPHICAL ORIGIN

  • 25

    AVERAGE AGE

  • 54% F – 46% M

    GENDER

Structure

The Master in Marketing Management – Data Marketing and Analytics is a full-time program structured in 1.500 hours of learning activities over 12 months of study, divided into: 400 hours of lectures, an estimated 600 hours of independent study, and 500 hours of internship.

Classroom participation is about 30 hours per week structured in order to allow time to work in groups, while not neglecting individual students focus and management of interpersonal relationships.

COURSES

The process of marketing and sales management: from value analysis for the client to communication and delivery in the market. Value analysis for the client: the drivers of value for the client. Construction value for the client: segmentation, targeting, positioning and defining value proposition. Measuring the value for the client and pricing choices.  From the construction of the value to the commutation of the value: communication above and below the line. Distributing value: go to market, sales and key account management. The marketing plan, sales metrics and marketing performance.

Matta Shashi

Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.

Pizzi Gabriele

The course provides a general introduction to digital culture, focusing in particular on the following topics:

  • Principles related to automatic data processing: birth of the concept of algorithm and studies related to its limits.
  • Application of the concepts of modeling and algorithmic processing in the context of business processes.
  • The rise of Artificial Intelligence, from Turing’s imitation game to Industry 4.0.

 

Gabbrielli Maurizio
Zavattaro Gianluigi

The course provides the theoretical and methodological tools to correctly understand the mechanisms underlying consumers’ decision making. In particular, at the end of the course, students will be able to a) master the most relevant theories of consumer choice, b) analyze how consumers make decisions, and c) plan and implement a marketing research aimed to explore and predict consumer choices.

Ancarani Fabio Guido Ulderico
Marzocchi Gian Luca

This course is aimed to provide students with the theoretical and analytical tools needed to investigate the customer journey across the multiple contact points. The focus of the course will be mainly on, but not limited to, the digital channels and their integration with the offline channels in order to obtain a complete overview of the plethora of firm to customer interactions.

Tomesani Nicola
Visentin Marco

Elements of accounting, budgeting and cost analysis. The measurement and interpretation of economic and financial performance of the company. The economic and financial analysis forecasting and budgeting. The calculation and analysis of costs in decision-making and management control. Management control as an operational mechanism. The systems of strategic control and strategic cost management.

Raffoni Anna
Visani Franco

This course explores the ethical, social responsibility, and governance challenges facing businesses today and how individuals and firms can address those challenges. The course aims to enhance the skills and expertise of participants through combining an examination of ethical, social responsibility, corporate governance and managerial theory with a discussion of common ethical, sustainability, and governance problems in context. Course material includes individual moral theory, stakeholder theory, and theories of corporate governance. The course also covers the development and evaluation of ethical, governance and sustainability management systems designed to respond to ethical, governance, and sustainability challenges, and includes wide-ranging discussions regarding current major trends, challenges, and opportunities in the field of ethical business, corporate governance and social responsibility. Finally, the course explores how business ethics, social responsibility, and corporate governance affect society at large by impeding or by fostering the achievement of the United Nations’ Sustainable Development Goals.

Mura Matteo
Wernicke Georg

Since the first mechanical automations of the 17th century, one of the great dreams of the humanity has been the construction of machines exhibiting human behaviors and intelligence. Artificial intelligence (AI) is a discipline whose goal is to realize this dream by using the most different techniques, from symbolic computation based on logic to sub-symbolic models inspired by the structure of the brain, such as neural networks.

The last few years have witnessed a sensational exploit of AI applications in many different fields – with a relevant growth of investments – inducing many experts to believe that the dream will come true in a short time.

This is inducing many companies to reconsider their business strategies and, more generally, requires a deep rethinking of several crucial aspects of our society.

The course will provide an introductory overview of the various existing AI techniques, focusing on their industrial applications, discussing future opportunities and challenges, touching also on some social, economic and ethic implications.

Gabbrielli Maurizio
Roberto Amadini

The course is organized in order to provide students with the possibility to learn by actively applying the tools learnt in class to concrete cases. Due to its practical nature, the course will enable students to learn about the tools to be used in order to generate, nurture, and maintain over time the relationship with the customer.

Visentin Marika

The goal of the course is to give the participants a toolbox of techniques to apply in personal communications. Vital among these is providing tools for analysing, comparing and contrasting yourself with your audience. A series of techniques for lateral thinking and persuasion in the context of personal communication will be reviewed. The scope of these final meetings will be preparing for the job interviews demanded by the placement process at BBS. To this end, a series of “mock interviews” will be executed by professionals in the HR and Marketing fields.

Bekins Russell James

The course offers an overview of the most modern software systems for business data modeling and synthesis of reports, dashboards, indicators (KPIs) and quantitative business intelligence systems. The topics of data management, data cleaning and automated data refresh will be addressed.

Participants will learn how to link together tables of data from any source, located anywhere in the world, and to integrate them with their own strategic tables to set up high value analysis.

The course will also provide the knowledge and practice to perform complex calculations on data structured in tables, from corporate ERP systems, Excel database Excel files, SQL Server, web pages, feeds, relational databases in general, social sites. The company reports and dashboards will be interactive and accessible from any device connected to the network.

The software described and studied will be scalable, to best address the activity of Analytics on data of different complexity and breadth of management, providing potential sharing structured and controlled.

 

Bergamaschi Francesco

This course enables students to develop an effective and updated vision of the digital scenario using social network marketing, digital marketing, lead generation, e-commerce, loyalty and content marketing.

Tuan Annamaria

The course provides students with basic knowledge of the fundamentals of business ethics, as well as the economic, environmental and social sustainability challenges that come about in the both private and public sectors. The students will gain the knowledge, skills and tools needed to effectively respond to these challenges in order to drive impactful change and develop sustainable business practices.

Cicvarić Kostić Slavica

Learning approach

The educational sessions provide different learning methods, including lectures, simulations, discussions of case studies and presentations by companies, testimonials, and group work.
The curriculum is completed with master lectures held by professionals from the business world, academia and politics, with opportunities for discussion and interaction with the business world through case histories.

CAREER DEVELOPMENT

The integration with companies is a priority and an ever-present feature of all programs of the Bologna Business School, hence for the Master in Marketing Management – Data Marketing and Analytics too.
The School is fully committed to creating employability, by way of a systematic career service action, constantly focused on matching at best the students’ professional projects with the needs companies have.
The internship is an exceptional springboard, suffice it to say that six months after the end of the full-time masters at Bologna Business School on average 91% of students work in a company.

The BBS Career Service assists and supports students since the very beginning, along a training and professional development path. This is accomplished by organizing a series of workshops, with the aim of providing the fundamental tools and resources to be appropriately prepared for the labor market.

To achieve this goal, students are involved in several workshops, among which we may list:

  • Writing a CV and a Cover Letter
  • How to create an effective Linkedin profile
  • How to prepare for a job interview

In addition to this, thanks to the collaboration with professional career counselors, students receive a customized service, in order to understand their strengths and to build a professional development plan, which will turn out to be helpful when looking for an internship. Here follow some of the activities:

  • Initial guidance interviews
  • Specific interviews, focused on one’s own career plan
  • Continuous support to students with one – to – one sessions

 

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Alumni

Donatella Tabasso – Italy

Business Analyst, Benetton
Master in Marketing Management (A.Y. 2018/2019)

"After a degree in languages and a work experience, I felt the need to expand my knowledge with an economic / quantitative boost. Driven by an interest in marketing and sales, I decided to enroll in the BBS Master. I am very satisfied with that choice because the Master has a good mix of theory and practice and has improved my professionalism by allowing me to return to the job market as a more mature, conscious and competent person."

Sara Kristina Aeberli – Switzerland

Junior Category Manager, Hero Group
Master in Marketing Management (A.Y. 2016/2017)

"My goal was simple – find a master’s course that provided the best preparation to enter the real business world. I was not disappointed as I learnt the key skills needed for a marketer through business-oriented education with tailored individual support, real case studies in cooperation with global companies like Ducati or Lidl, and a professional internship. I would definitely recommend this course to anyone looking for an environment of personal growth and development, right from day one."

Mattia Solina – Italy

Junior Brand Manager, Nestlé
Master in Marketing Management (A.Y. 2016/2017)

"After the Bachelor’s Degree in Economics and Business Management, I felt the needed to give a much more practical and concrete push to my studies. The master was for me the perfect combination of theoretical contents and real experiences. What makes the difference are the relationships created during the master with classmates, professors and companies that makes you feel part of an excellent professional network."

Elena Saptefrati – Moldova

Trade Marketing, Gruppo Diego Dalla Palma
Master in Marketing Management (A.Y. 2015/2016)

"The master has allowed me to live a professional-level training experience, focused on job market and granted me many growth opportunities. The methodologies: project work, guest speakers, company visits, workshops and constant discussions with professors made me acquire useful and needful skills to use in my current work experience. I can say that I am absolutely satisfied I chose this Master and I highly recommend it to anyone who tries to turn passion into work."

Martina Stanzani – Italy

Marketing e Comunicazione, Stanzani S.p.A.
Master in Marketing Management (A.Y. 2015/2016)

"After graduating in Management and Marketing I decided to enroll in this Master which gave me all the tools to turn my passion into a job. Specific exams, practical case studies, company presentation and team work, together with constant and direct confrontation with professors, were the distinctive elements of this path. After a few years of experience in structured multinationals (Energizer, Grandvision, Lamborghini) I decided to join the family business. It was an important choice, with the doubt of not being up to par, but the path taken in recent years has taught me how to manage challenges with passion, commitment and humility."

Pietro Caracristi – Italy

Export Area Manager EMEA, Ducati Motor Holding
Master in Marketing Management (A.Y. 2015/2016)

"With a path based on a first-class teaching staff and a operational approach closely related to the job market, the master allowed me to obtain the skills and tools necessary for my personal and professional growth. Thanks to the internship in the company I had the opportunity to work in the Automotive sector, combining work with my personal passion."

Melania Guidoboni – Italy

Business Analyst, Clarins Group
Master in Marketing Management (A.Y. 2014/2015)

"After graduating in Business Administration, I decided to enroll in the Master's program to get a more practical preparation close to the business world, by being involved in their strategies and the way they work. Furthermore, the internship allows you to live a real experience within a company, creating a skill set and a name to spend in your future."

Luca Argenton – Italy

Inside Sales Consultant, Hoffmann Group Italia, Hoffmann Group Italia
Master in Marketing Management (A.Y. 2014/2015)

"After graduating in Political Science, I decided to follow my passion for marketing and sales, gained with the work experience carried out during my studies. This choice allowed me to improve my skills, to specialize in a challenging and constantly evolving discipline and to acquire the tools to operate immediately and profitably in the company."

COMPANIES

The goal of the Career Service is also to allow students to connect with national and international companies. Over the years, Bologna Business School has managed to establish a wide-ranging network and a sound partnership with leading companies in Italy, thanks to a personalized approach, based on each company’s needs. The collaboration features the following activities:

  • Sending the CV book
  • Sharing internship and work opportunities
  • Presentations at the School premises
  • Career Day
  • Implementation of project works
  • Class-room activities with case studies presented by managers and/or HR professionals

Our partners are the foremost supporters of our students, with the provision of scholarships, internships and professional opportunities.

Bologna Business School’s partner companies for the Master in Marketing Management are:

AMPLIFON ARTEMEST AUTOMOBILI LAMBORGHINI BAHLSEN BANCA INTESA SANPAOLO BANCOMAT BCUBE BENETTON BIRRA PERONI BITBANG CARREFOUR COLORIFICIO MP COMOTESSILE DIEGO DALLA PALMA COSMETIC GROUP DISHCOVERY DNV GL DOORWAY DORELAN ENERTRONICA SANTERNO ERMANNO SCERVINO EURO COMPANY FERRARELLE FERRETTI GROUP FITBOX GELLIFY GLAM GRANAROLO GROUP M GRUPPO CURA GRUPPO LACTALIS GRUPPO MONTENEGRO HNP GROUP ILLUMIA INTEL LAVAZZA GROUP LAVOROPIU' LIU JO L'OREAL LORO PIANA LUXOTTICA MAPENDO MARKONE MASERATI MAX MARA FASHION GROUP MEDIAWORLD MSC NATURA NUOVA OCEM OVG PHILIPS PINKO PRISMI REGENESI SAATCHI & SAATCHI SHOPFULLY SISAL SKF SMERALDINI E MENAZZI STARCOM TECHNOGYM TESLA TOYOTA TUTELA DIGITALE TWINSET WOOLRICH YNAP

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FEES

The tuition fee for the Master is 14.800 euros (VAT free) to be paid in three installments:

  • First installment: 1.850 euros
  • Second installment: 7.000 euros
  • Third installment: 5.950 euros

The fee includes participation in the Master, all the study material available through the online platform, and access to the services and facilities of Alma Bologna Business School such as: personal account for the Alma wi-fi, use of the PCs in the Computer Lab, access to the study areas, access to the internal gym, special rates for the School restaurant.
Furthermore, the fee gives participants the right to take advantage of the supporting activities of the School, such as the language courses and the master lectures by invitation. Free parking is also available within the BBS campus.

Additionally, with the Student Card of the University of Bologna, students have access to all of the university facilities, including over 100 libraries, digital resources and study halls (including databases and online subscriptions); the three city center canteens and all university student related discount offers. More information is available on the site of the University of Bologna: : http://www.unibo.it/it/servizi-e-opportunita

HONOR LOAN

Participants are eligible to apply for Honor Loan with subsidised rate up to the complete coverage of the application fee.
For more information please mail to marketingmanagement@bbs.unibo.it

SCHOLARSHIPS

At Bologna Business School we understand the importance of financial aid in supporting our students to achieve their educational goals. We are aware that an advanced, high quality training path can be a significant commitment but we also truly believe that investing in one’s future always pays back.

Bologna Business School is pleased to offer partial scholarships to the most meriting students. All of these scholarships are merit-based and will be awarded to the top-ranked candidates in the selection process. The students who come out on top in the selections will be students who not only come from strong academic or practical backgrounds but also those who display the strongest motivation to take part in this program.

There are scholarships of 6,000 euros and scholarships of 4,000 euros. All applicants will be considered for a scholarship – no specific application is required. The scholarships are awarded over the course of every round of selection and if you have performed well enough to merit one of them, you will be informed at the moment of admission.

The scholarships act as tuition waivers, so that they result in a deduction of the total amount of the tuition fees due.

REQUIREMENTS

In order to be admitted to the Master’s course you must have:

  • Bachelor’s degree (obtained within the closing date of enrollment of the selection round in which you participate)
  • Excellent level of English

The admission to the Master is subject to the positive evaluation of the selection tests in line with the number of places available. The selection tests consist of a motivational interview in English and a logic test in English.

APPLICATION PROCESS

  1. Register on “Studenti Online” by connecting to the site studenti.unibo.it
  2. Select “First Level Master”.
  3. Pay the participation fee for the selection (60 euro for each Master)
  4. Upload the required documents online:

– Curriculum Vitae in English
– Motivational letter in English
– Letters of reference in English (optional)
– Photograph of recognition
For degrees obtained in Italy: Self-certification of Bachelor’s degree with details of exams taken and relative grades
For degrees obtained abroad: Dichiarazione di Valore (to be requested at the Italian Embassy in the country where the degree was obtained) or Diploma Supplement (to be requested at the university where the degree was obtained). In the event that the candidate is unable to obtain the Dichiarazione di Valore or Diploma Supplement at the time of enrollment, he/she may temporarily replace it with a Conditional Enrollment Form, which will be sent after enrollment by marketingmanagement@bbs.unibo.it

For further guidance, students who obtained a bachelor’s degree abroad are encouraged to check the page below: https://www.unibo.it/en/teaching/enrolment-transfer-and-final-examination/declaration-of-value-translation-and-legalization

For further guidance, we advise all students to read carefully the instructions indicated in the “call for applicants” and “operating instructions” files downloadable below and to click here to get access to a video tutorial containing instructions on how to apply for selections.

DOWNLOAD THE CALL FOR APPLICATIONS 2021_22 INSTRUCTION TO APPLY TO THE SELECTIONS CONCENTRATION FORM

Faculty

Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.

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